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Ch 22: Interviewing & Surveying in Marketing Research

About This Chapter

The engaging lessons in this self-paced chapter can improve your comprehension of interviewing and surveying in marketing research. Use our multiple-choice quizzes to ensure you have the knowledge needed to excel in school or on the job.

Who's It For?

Anyone who needs help learning or mastering interviewing and surveying in marketing research will benefit from the lessons in this chapter. There is no faster or easier way to learn the basics of interviewing and surveying in marketing research. Among those who would benefit are:

  • Students who have fallen behind in understanding projective tests and ladder interviews in qualitative marketing research, how to choose a survey medium or the use of primary scales in marketing research
  • Students who struggle with learning disabilities or learning differences, including autism and ADHD
  • Students who prefer multiple ways of learning marketing (visual or auditory)
  • Students who have missed class time and need to catch up
  • Students who need an efficient way to learn about interviewing and surveying in marketing research
  • Students who struggle to understand their teachers
  • Students who attend schools without extra marketing learning resources

How It Works:

  • Find lessons in our course that cover what you need to learn or review.
  • Watch the video or read through the text lesson.
  • Refer to the transcripts or specific lesson sections to reinforce your learning.
  • Test your understanding of each lesson with short quizzes.
  • Verify you're ready by completing the Interviewing & Surveying in Marketing Research chapter exam.

Why It Works:

  • Study Efficiently: Skip what you know, review what you don't.
  • Retain What You Learn: Engaging animations and real-life examples make topics easy to grasp.
  • Be Ready on Test Day: Use the Interviewing & Surveying in Marketing Research chapter exam to be prepared.
  • Get Extra Support: Ask our subject-matter experts any interviewing and surveying question. They're here to help!
  • Study With Flexibility: Watch videos and read text lessons on any web-ready device.

Students Will Review:

This chapter helps students review the concepts in a marketing research unit of a standard marketing course. Topics covered include:

  • Ways to apply methods of qualitative marketing research
  • How to conduct online and in-person marketing research focus groups
  • Process of creating online feedback communities for marketing research
  • Projective tests and ladder interviews in qualitative marketing research
  • Qualitative marketing research decision-making, task scenarios and analysis methods
  • How to choose a survey medium
  • Measurement, scaling and the use of primary scales in marketing research
  • Differences between comparative and non-comparative scales in marketing research
  • Ways to design marketing research questionnaires
  • How to use gamification to enhance survey design
  • Quantitative marketing research observational methods

14 Lessons in Chapter 22: Interviewing & Surveying in Marketing Research
Test your knowledge with a 30-question chapter practice test
Applications of Qualitative Marketing Research Methods

1. Applications of Qualitative Marketing Research Methods

This lesson describes direct and disguised research methods available for qualitative marketing research. Common examples covered include focus groups and in-depth interviews, while less common methods like consumer neuroscience are also addressed.

Conducting Marketing Research Focus Groups: Online & In-Person

2. Conducting Marketing Research Focus Groups: Online & In-Person

Gathering a group of people together to ask their opinions is a staple of marketing research. In this lesson, we'll examine what goes into building and running both a traditional and an online focus group.

Creating Online Feedback Communities for Marketing Research

3. Creating Online Feedback Communities for Marketing Research

Building an online research community can provide an organization numerous benefits. Actionable intelligence and rapid feedback are two of the biggest perks. In this lesson, we'll examine online communities set up for market research purposes.

Projective Tests in Qualitative Marketing Research

4. Projective Tests in Qualitative Marketing Research

Projective tests are important components of a qualitative market research study. This lesson explores the various types of projective testing and when each type would be appropriate to use during research.

Ladder Interviews in Qualitative Marketing Research

5. Ladder Interviews in Qualitative Marketing Research

When people choose one product over another, or one retailer over another, the stated reason for their preference is often not indicative of the actual reason for their choice. Ladder interviewing helps qualitative researchers discover the real reasons behind consumer choices.

Decision-Making & Task Scenarios in Qualitative Marketing Research

6. Decision-Making & Task Scenarios in Qualitative Marketing Research

Customers are not always able to accurately articulate their motivations for selecting one product over another. This lesson explores the use of scenario-based research to inform decision-makers about how customers actually behave during the selection and buying process.

Qualitative Marketing Research Analysis Methods

7. Qualitative Marketing Research Analysis Methods

When a company asks someone for an opinion on a product or an issue, taking those thoughts and feelings and turning them into actionable data can be a complex process. In this lesson, we'll examine analysis methods for qualitative marketing data.

Choosing a Survey Medium

8. Choosing a Survey Medium

There are several ways to conduct a survey - on the phone, in-person, online, or through the mail. In this lesson, we'll examine how to choose the right method for your purposes and go over the advantages and disadvantages of each.

Measurement & Scaling in Marketing Research

9. Measurement & Scaling in Marketing Research

When you rank something on a scale from 1 to 10, that's an example of scaling. In this lesson, we'll explain scaling characteristics and examine how measurement and scaling are used in marketing research.

Using Primary Scales in Marketing Research

10. Using Primary Scales in Marketing Research

Market research findings are only significant and accurate if data is collected and reported using an appropriate scale. This lesson explores various types of primary scales and gives examples of their use.

Comparative vs. Non-Comparative Scales in Marketing Research

11. Comparative vs. Non-Comparative Scales in Marketing Research

Market researchers use comparative and non-comparative scales to collect data that is valid and reliable. This lesson will characterize these scales and discuss how they can be used for different purposes.

Designing Marketing Research Questionnaires

12. Designing Marketing Research Questionnaires

As you design your marketing research questionnaire, you'll find just how important the right questions are in finding out the information you want. Learn how to write effective questions in this lesson.

Using Gamification to Enhance Survey Design

13. Using Gamification to Enhance Survey Design

In this lesson, we define the term gamification and discuss ways in which it can be employed to enhance survey design. We will discuss tactics such as rewards, progress bars, and PBL solutions. Finally, we will look at an example of gamification in survey design.

Observational Methods of Quantitative Marketing Research

14. Observational Methods of Quantitative Marketing Research

When performing quantitative market research, it is important to collect data using methods that are accurate and have a low probability of error. This lesson explores some of these quantitative methods and technologies.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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